外商藥廠業務人員績效表現之影響因素-探討客戶信任的關鍵角色

Abstract

本研究探討外商藥廠業務人員的人格特質、專業度以及與客戶間的互動頻率是否透過客戶的信任影響其績效表現。研究者進行匿名問卷調查，獲得206份有效問卷。研究結果部分支持所提假說，研究結果顯示：1.業務人員-客戶間的情感型信任對於親和性與自評績效表現的關係具有正向中介效果。2.業務人員-客戶間的認知型信任對於親和性與自評績效表現的關係具有正向中介效果。3.業務人員-客戶間的情感型信任對於勤勉責任感與自評績效表現的關係具有正向中介效果。4.業務人員-客戶間的認知型信任對於勤勉責任感與自評績效表現的關係具有正向中介效果。5.業務人員-客戶間的情感型信任對於兩者間的互動頻率與自評績效表現的關係具有正向中介效果。6.業務人員-客戶間的認知型信任對於兩者間的互動頻率與自評績效表現的關係具有正向中介效果。文末，研究者提出實務管理意涵及未來研究建議。

This study examines the mediating effects by client trust on the relationships of personality traits, expertise, and interaction frequency with work performance of sales representatives of foreign pharmaceutical companies. The researcher conducted an anonymous questionnaire survey and obtained 206 valid questionnaires. The findings partially supported the proposed hypotheses: 1. Affect-based trust between sales representatives and clients positively mediated the relationship between agreeableness and self-rated performance. 2. Cognitive-based trust between sales representatives and clients positively mediated the relationship between agreeableness and self-rated performance. 3. Affect-based trust between sales representatives and clients positively mediated the relationship between conscientiousness and self-rated performance. 4. Cognition-based trust between sales representatives and clients positively mediated the relationship between conscientiousness and self-rated performance. 5. Affect-based trust between sales representatives and clients positively mediated the relationship between the interaction frequency and self-rated performance. 6. Cognition-based trust between sales representatives and clients positively mediated the relationship between the interaction frequency and self-rated performance. At the end, the researcher proposed managerial implications in practice and future research suggestions.